Let’s talk about another strategy: originality in advertising. Dolinski complicates matters more when he writes ‘The originality of the advertisement should be conducive to the viewer noticing the content relevant from the perspective of the message, and not to be an art for art’.
Trap of excessive ingenuity
Too much attention to the fact that the advertisement had an interesting, surprising, distinctive form and was based on the principle of contrast caused by the so-called „trap of excessive ingenuity”. This occurs when the creator of the ad uses an excess of strategy. The recipient then focuses only on ideas, methods used but does not notice the message. He likes the ad, but he does not know what product has been advertised. The creator of advertising could not, therefore, ignore the principle of perception and attention. How then to maintain originality in advertising?
Places in a row
Hermann Ebbinghaus – a professor at the University of Wroclaw developed the strategy „Places in a row”. He discovered a series of regularities regarding memorization. He showed that we best remember the information that is given at the beginning of the series, the worse ones that are at the end, and the worst ones are placed in the middle.
When advertisements are presented in an advertising block, it means that the first advertisement we watch will be remembered best by the recipients, therefore the first place in the advertising block should be paid the most for the airtime.
Above all convincing originality in advertising
The language used in advertising must be above all convincing. It turns out that the grammatical form plays a large role. It is better to receive messages built from complex sentences than from single sentences because it is easier to deny single sentences if you are a skeptical and unconvinced customer.
The human mind functions in relation to verbal information in such a way that it recognizes certainly closed information totals as true or false. It turns out that the person draws attention in the advertisement not on the quality and meaning of the words, but more on their quantity. So let’s use a lot of adjectives that praise the product, even if they have a very similar meaning and are synonyms. Sounds like originality in advertising?
The language layer originality in advertising
There are words that, according to research, strengthen the advertising and their use makes the recipient more trust in advertising. An example of such a word is the word „best”. There are also terms and words that weaken the ad, such as „probably similar”. They contain an element of doubt, but there are cases where such a word – probably, it can be a key element of an advertising campaign and does not weaken, but increase the strength of the slogan.
As you can see, not only the image, movement, and plasticity of advertising, but also the language layer is an important element in advertising strategies. However, you can not forget about the music that often builds the mood, or is a perfect background for the image and language used in advertising.
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